Digital market intelligence firm SimilarWeb has acquired rival company Quettra in a move aimed at bolstering the strength of its mobile intelligence offering.

Quettras mobile analytics platform provides direct measurement for app developers to better understand their users, leveraging deep mobile technology to provide analysis including brand affinities, inferred demographics and data that explains why users uninstall an app, to aid in future retention tactics.

The app audience insight technology will be integrated into SimilarWebs multi-device global market intelligence platform, enabling developers to not only understand their own users at a deeper level, but also benchmark themselves against the external market.

“We are always looking for ways to enhance our platform and incorporate the best talent and were so impressed by the amazing technology that the visionary management team at Quettra was able to develop,” said Or Offer, CEO and founder of SimilarWeb.

“By joining forces, we will be able to provide the data that app developers need to better understand their own audience and make better monetisation decisions by out-strategising the competition. Our goal is continued investment in the leading talent and technology to ensure we are the number one player in the mobile and app ecosystem.”

“Joining SimilarWeb gives us the opportunity to take our technology to an even wider audience and integrate our mobile intelligence into the cross-device measurement platform that SimilarWeb has built,” said Ankit Jain, CEO and founder of Quettra. “Its becoming very clear that the world of marketing needs external market intelligence to properly function and by integrating Quettra into SimilarWeb, we aim to influence the way that business is being done at a global scale.”